We're all familiar with the short, grainy, poorly produced, albeit entertaining and engaging, user-generated video clips that populate YouTube. But according to a report entitled “Pro Online Video Views 1998–2012” from AccuStream iMedia Research, viewers might now be looking for higher quality. Among other things, the report shows that professionally produced online video grew nearly 25% last year, accounting for 41.6 billion views. Another report by the Diffusion Group found that in 2008, short and user-generated clips made up 60% of US video advertising revenues. But the firm predicts that 70% of streaming video ad revenues will come from long-form videos in 2013. Basically, viewers and ad dollars are migrating to quality.
The message here for lawyers interested in using online video as a marketing tool is that, as the quality of videos on YouTube improves, you need to keep pace. Poor quality videos with insufficient lighting and amateur scripting won't cut it and may actually turn off prospective clients accustomed to higher quality online video from other sources. For this reason, we've assembled a nationwide network of professional videographers in cities across the country ready to come to your office and shoot video. The resulting higher quality footage will make a big difference in how visitors to your website perceive your firm.
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